The Coach ‘Words Matter’ short film directed by Spike Lee, stars global face of Coach menswear, actor and producer Michael B. Jordan.
“Collaborating with the iconic Spike Lee on this short film for Coach was an inspirational experience,” said Jordan. “Spike’s art has moved the cultural dial for decades. I’m proud of the powerful messaging of this film and to be working alongside a brand that cares about putting that narrative into the world as much as I do.”
Shot in the desert outside Los Angeles this past Fall, the film features a strong poetic narrative that speaks to Coach’s values of inclusion, optimism and courage. Emphasizing the importance of these values today, its purpose-driven concept reinforces what the brand stands for.
Working together for the first time, the pair hand-picked the distinctive words featured in the narrative to champion a message they both strongly believe in.
The Short Film opens with Jordan traversing the hot, dusty landscape on a motorcycle. Alone on his journey, he dismounts his bike to find rocks scattered among the desert scrawled with negative words—“Hatred,” “Evil,” “Bigotry,” “Lies.” Taking action into his own hands, he replaces the bad rocks with good rocks featuring positive words—“Courage,” “Truth,” “Love” and “Dream”—and writes a new legacy.
“I’m honored to get to collaborate with Giants in their respective fields, Michael B. Jordan and Coach,” said Lee. “It was truly a Magical Day working, shooting in the Desert. Enjoy.”